Should Brands Speak During War Tensions? Lessons from Kotler’s 'Marketing Places'

In Marketing Places, Philip Kotler explains how the identity of a place, its image, reputation, and emotional associations, affects how people invest in it, visit it, and talk about it. In times of war or political tension, that identity comes under stress. The same is true for brands.

Brands are not just products. They live in a place. They reflect that place. And when that place is in crisis, silence is never neutral.

So, should brands speak up during war tensions? And if they do, what’s the right way?

Kotler’s Key Idea: Brands and Places Share Reputation

According to Kotler, the perception of a place is shaped by what’s said about it by media, leaders, companies, and public voices. In conflict, uncertainty grows. People seek signals. Brands become part of that narrative, even when they don’t intend to.

In other words:

• If you say nothing, you're still being interpreted.
• Your silence may be read as detachment, avoidance, or privilege.
• Your message becomes the emotional mirror of the place you operate in.

For brands in the Middle East, this is especially relevant. We live in a region where politics, identity, and commerce are deeply connected. Every brand is a cultural participant.

Should You Acknowledge the Tension?

Kotler’s view implies: Yes, but carefully.
You should acknowledge the context if your audience is directly impacted, emotionally engaged, or expecting leadership from you.

But your response must be:

• Realistic, not dramatic.
• Supportive, not self-promotional.
• Aligned with your brand’s role in society.

Even when brands try to stay neutral, audiences interpret their actions (or inaction) as political. In fact, 78% of consumers believe brands are already doing things that are politically motivated (Edelman’s Brands and Politics Special Report). That means your message or silence will be read as a stance, whether you intend it or not.

What to Say (and How to Say It)

Based on Marketing Places principles, here’s how brands should communicate during war tensions:

1. Start with Empathy for the Place

• Recognize the human cost. Not political sides.
• Use phrases like: “We stand with all those affected…” or “Our thoughts are with…”

2. Reflect Your Role in That Place

• If you're a local business, speak as a local.
• If you serve that market, speak as a participant, not an outsider.

3. Be Part of the Rebuilding Narrative

Kotler writes that places damaged by crisis need to rebuild confidence and cohesion.
Brands can:

• Share hopeful messages rooted in culture
• Highlight stories of resilience
• Offer tangible support (e.g., donations, platform access, artist amplification)

4. Avoid Political Framing

Unless you're a cause-driven brand, avoid taking political positions. Instead, focus on the people affected, not on debating policies or governments. Stay close to your values, not trending hashtags.

A Regional Reminder

Middle Eastern audiences are hyper-aware of tone. A brand that posts something out-of-touch, overly globalized, or emotionally flat will lose trust.

Use Arabic where needed. Use local references. Be clear. Be brief. Be kind.

You Represent More Than a Product

In Marketing Places, Kotler makes one truth clear: Places and perceptions are deeply linked. If your brand lives in a place, then in times of tension, you don’t just market in it. You market with it.

Need Help Saying the Right Thing?

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